This document provides an overview of a content marketing certification course. It discusses key concepts like defining content marketing, creating a content strategy, developing content, and measuring results. The document also provides an example of how a marketing agency, SmartBug, helped a client named Mary by developing an in-depth guide on inbound marketing personas and promoting it through various channels over time, achieving high viewership and conversion rates.

1. Content Marketing Certification
Brought to you by HubSpot Academy
Understanding Content Marketing
Professor: Justin Champion
CLASS 01

2. 1 WHAT IS CONTENT
MARKETING?

3. CONTENT MARKETING
Strategic marketing and business process focused on
creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly defined audience, and
ultimately, to drive profitable customer action.

4. CONTENT MARKETING IS
NOT A NEW CONCEPT.

5. CONTENT MARKETING IS
NOT A NEW CONCEPT.
First signs of content marketing
can be dated back to 4200 B.C.
SOURCE: WIKIMEDIA

6. When done
correctly, this helps
create a relationship
with your audience,
which leads to trust.
SOURCE: PEXELS

7. Content is
the message
your content
marketing
strategy delivers.

8. WITHOUT CONTENT,
YOU’D HAVE
NOTHING TO DELIVER.

14. Content marketing is really just
the art of communicating with your
prospects without having to sell to them.
SOURCE: PUBLICDOMAINPICTURES.NET

15. • Empowering potential customers.
• Building a lasting relationship with your audience.
• Creating valuable content that both entertains and educates.
INBOUND AND CONTENT
MARKETING BOTH FOCUS ON

16. Success relies on both.

17. YOUR INBOUND PLAN
SHOULD BE A SUPERSET–
INCLUSIVE OF YOUR
CONTENT ASSETS BUT
NOT LIMITED TO THEM.

18. 2
HOW DO YOU CREATE A
SUCCESSFUL CONTENT
MARKETING APPROACH?

19. CONTENT MARKETING CERTIFICATION

20. THE POWER OF STORYTELLING

21. GENERATING CONTENT IDEAS

22. PLANNING A LONG-TERM
CONTENT STRATEGY

23. 35%
of B2B marketers have a documented content strategy.
SOURCE: Content Marketing Institute

24. 37%
of B2C marketers have a documented content strategy.
SOURCE: MarketingProfs, 2016

25. Identifying your
plan will help you
create content
more easily.

26. BUILDING A CONTENT
CREATION FRAMEWORK

27. BECOMING AN EFFECTIVE WRITER

28. SOURCE: ALEX LIVET
Sometimes a
simple wrong
use of it’s vs. its
can deter
your audience.

29. EXTENDING THE VALUE OF
CONTENT THROUGH REPURPOSING

30. HOW TO EFFECTIVELY
PROMOTE CONTENT

31. ANALYZING AND
MEASURING CONTENT

32. DEVELOPING A GROWTH
MARKETING MENTALITY

33. CONTENT MARKETING CERTIFICATION

34. 3WHAT DOES CONTENT
MARKETING LOOK LIKE?

35. SmartBug is one of HubSpot’s leading partners
Well-known for helping clients by using content marketing strategies.

36. BACKGROUND:
• Traditional marketer at the management level
DEMOGRAPHICS:
• Age 30-45; Bachelor’s degree; Income: $60,000 - $90,000.
GOALS:
• Prove the importance of her job through ROI.
• Create memorable campaigns, something she’s proud of putting her name on.
CHALLENGES:
• New to content and inbound marketing but is eager to learn more.
IDENTIFIERS:
• Mary usually shuts off at the end of the day to spend more time with family but is very productive and efficient while at work.
MARKETING MARY

37. • Get more of her time back.
• Create more content.
• Prove marketing ROI so she looks like a marketing rockstar.
MARY WOULD SEEK HELP
FROM SMARTBUG IN ORDER TO

38. SmartBug created an
awareness offer titled,
“The Ultimate Guide
to Inbound
Marketing Personas.”

39. The content in this blog post is
similar to what’s offered in the guide.

40. SmartBug promoted
the guide week-after-
week on social media.
Notice how SmartBug included an image,
link to the guide, and a hashtag.

41. SmartBug launched
targeted social ads.
Notice how it offers context about
the guide, a link to access it, and an
image of what it looks like.

42. SmartBug syndicated
their content by
republishing it on a
third-party site.

43. SmartBug used email
as a way to promote
the guide to their email
subscriber list.

44. 8,000x.
Landing page for the guide has been viewed over

45. 44%.
Conversion rate of

46. SmartBug wanted to keep up the pace.
They started recycling the content from the guide into other long-form pieces of content.

47. THANK YOU.